乡村振兴战略下体育旅游数字化营销策略研究

Research on Digital Marketing Strategies for Sports Tourism under the Rural Revitalization Strategy

摘要: 在数字经济与乡村振兴深度融合的背景下，体育旅游作为连接乡村资源与消费市场的核心载体，正经历从传统营销向数字化营销的转型。本文运用文献研究法与案例分析法，嵌入4I营销理论(趣味、利益、互动、个性)及产业融合理论，系统剖析乡村振兴战略下体育旅游数字化营销的现实困境，构建基于4I理论的数字化营销策略体系。研究发现：当前体育旅游数字化营销存在内容同质化、互动表层化、利益单一化、个性缺失化等困境；基于4I理论的数字化营销策略应包括：趣味策略——打造沉浸式文化体验内容，利益策略——构建经济价值与情感价值双重驱动，互动策略——建立双向实时沟通机制，个性策略——实现精准化与定制化服务。研究为体育旅游的数字化营销提供了理论支撑，也为乡村振兴背景下的产业数字化转型提供了实践思路。

Abstract: In the context of the deep integration of the digital economy and rural revitalization, sports tourism, as a core carrier connecting rural resources and the consumer market, is undergoing a transformation from traditional marketing to digital marketing. This paper employs literature research and case analysis methods, embedding the 4I marketing theory (Interest, Benefits, Interaction, Individuality) and industrial integration theory, to systematically analyze the practical dilemmas of digital marketing in sports tourism under the rural revitalization strategy and construct a digital marketing strategy system based on the 4I theory. The research finds that the current digital marketing of sports tourism faces challenges such as content homogeneity, superficial interaction, singular interests, and lack of individuality. The digital marketing strategies based on the 4I theory should include: Interest strategy—creating immersive cultural experience content, Interest strategy—building dual-driven economic and emotional value, Interaction strategy—establishing a two-way real-time communication mechanism, and Individuality strategy—achieving precise and customized services. The research provides theoretical support for the digital marketing of sports tourism and practical ideas for the digital transformation of industries in the context of rural revitalization.